The first-ever MICE tourism road map, outlining a visionary three-year plan for 2024- 2026 was unveiled by the Sri Lanka Convention Bureau (SLCB) on 15 November.
The Bureau has outlined its ambitious target for 2026, aiming to generate 20% of tourist arrivals through MICE activities, projecting an 11% increase in MICE arrivals from 2023.
One of the distinctive features of this initiative is the unprecedented collaboration between the public and private sectors, marking a significant milestone in Sri Lanka’s tourism development.
The Bureau engaged industry experts, met with key representatives of industry bodies, and organised a productive huddle with Key Opinion Leaders (KOL) to gather insights and perspectives.
The Bureau initiated ideation sessions with extended teams to ensure a holistic approach, delving into key topics identified during the KOL discussions. The outcome of these sessions has been compiled into a detailed report, defining responsibilities and action items for seamless implementation.
SLCB Chairman Thisum Jayasuriya expressed optimism about the project’s potential impact.
“This road map is a testament to our commitment to fostering MICE tourism in Sri Lanka. Through collaboration, industry expertise, and a clear action plan, we aim to not only meet but exceed our targets, positioning Sri Lanka as a premier MICE destination,” he added.
Sri Lanka Travel Feneteko